Individual Case Study Report

Executive Summary

Founded in 1894, Marks and Spencer (M&S) is a well-known century-old store of UK. And it is also one of the largest multinational retail groups of UK. M&S offers garments, upscale food, furniture, home and other merchandise.

Although M&S is considered a model of success today, its growth has not been smooth, and its changes has never stopped. In recent two years, due to the sluggish of economic environment, the global retailer industry has been faced with significant challenges. And Marks and Spencer has once again gone into the trough.

Based on the situation, the report firstly conducts a macro environmental analysis (PESTLE) and identifies following changes, such as strict regulations of pricing, competition and anti-trust; the decrease of interest rate and recovery of European economy; the growing population and changing lifestyle and values; the popularity of online sales and application of new technologies and materials; environmental protection and the shortage of energy etc.

Secondly, the report describes the market for retail industry. The size of the market is growing, but various economic indicators have declined. Meanwhile, the competition in retail industry is increasingly fierce.

Thirdly, the report conducts the customer analysis. Marks and Spencer should further improve the its human services, enhance long-term cooperation relationship with customers and strive to retain existing key customers.

Besides, using the results of the PESTLE and customer analysis, the report conducts a SWOT analysis. We can clearly know strengths, weaknesses, opportunities and threats of M&S.

In addition,the report analyzes how the changes will affect M&S's marketing and operations strategy and make recommendations on how to approach the marketing strategy in light of these analysis.

Table of contents

1 Introduction……………………………………………………………………………………………….5

2 Situation Review…………………………………………………………………………………………5

3 Macro...